ADPR 3100 1st Edition Lecture 24 Outline of Last Lecture Ethics Outline of Current Lecture Challenging the agency The new agency Fan communities and identity User communities and advertising Relevance vs creativity Current Lecture key things for presentation note taking What were the two campaigns And the product What were the key differences in strategy What were the key differences in execution What is the key reason why they were different The current situation Producer led paradigm to consumer led paradigm o Manufacturing and design o Marketing o Styles of advertising o all of these things have changed with consumer led With digital media more changes These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o In advertising work If users now have access to digital they can do the work o In agency structure If consumers can do the work maybe you don t need as many creative team members etc 60 Innovators shaping our creative future o book o Claims we are entering an age of mass creative collaboration o Not simply innovative content innovative models for creative collaboration Fan communities and user production o Communities identification relationship Two ways to understand this Identification as the act of making an identity Personal identity who I am Group identity I identify with them Similar and part of this group identities work at a personal level and group level so this makes them compelling and powerful Example Facebook groups Fan community example Lets break a Guinness World Record I love the 90s I don t care how comfortable crocs are you look like a dumbass these are facets of people s identities not only how I feel about myself and label myself but the groups I feel joined with o Early forms Fan communities are not a recent phenomena Identities communities seem to be natural Didn t seem to be things we made but just exist Family Clan Nationality Race ethnicity all seem to be forces of nature nothing you could make a choice about o Modern forms From natural to a choice Religious converts Identification with a different religion Partisans Identification with political party or program Choice people make not preordained o Modern fans Fans Short version of fanatic Fans emerged in late 19th century where there was an emerging middle class more leisure money and time consumer culture and mass media Sports fans Big thing was sports communities forming around sports events especially baseball o Modern media fans Not only live performers but also movies Motion stars o Modern sponsored Radio Tom Mix Ralston Straight Shooters Show sponsored by Ralston Purina Write in for special comic books Toys and novelties TV Mickey Mouse Club o Modern Popular culture Movies TV music Enthusiastic about this Fan communities and advertising o Strength of commitment fans have to the things they like whether its movies sports teams etc o What fans wont do for those communities they identify with o Advertisers finally realized with emergence of internet etc lets get fans to make their own ads they are so into their community and if its built around a product lets have them do it o Agencies insight have them create their own ads o Agency does strategic research market gives them feedback then agency does creative development and market gives feedback then pretest executions and market gives feedback then release campaign and market feedback o NOW this user generated model Give user community a creative brief and market sends back finished ads Ads are made by the very people who are targets of the ad so the relevance is spot on and save money Crowdsourced advertising o Victor and Spoils power to the bran d power to the people competitive participation client is judge picks which one they like paid for results as well as for reputational score of community o Giant Hydra mass collaboration unit they get users to work with each other instead of compete to win management team that coordinates stuff anyone who wants to can add in crowdsourced creative collaborate to develop ideas client oversees the process then chooses the best more of a research thing then way to get finished ads o Zooppa people powered brand energy users work independently sign up for whichever ad you want to work on upload your creative brief idea compete for awards which you get from the staff and client and from community o MOFILM Competition users are pitted against each other to who can make the best ad Sign up for particular campaign in this case an actual film helping aspiring filmmakers create videos for big brands and social causes competition client judges worth it o Is this crowdsource way of creating ads worth it o Relevance vs creativity Must grapple with trade off to answer this Are the campaigns more relevant than the ones professionally done More creative than ones professionally done Relevance assured People making ads are in target market so this is pretty well assured in achieving relevance Creative solutions Doritos crash the super bowl contest Doritos does competition for who can create the best ad and if that ad is the top rated ads during super bowl one million dollars So are they really creative Much more limited resources time All the same in the sense of relying on mimesis relies on a story they are all cute little stories Predictable direction Creatively drives them into a predictable direction Mimesis and story single ads users aren t trying to develop a series with strong creative idea that can expand just creating one commercial job is much more limited as well as resources limited so result is very similar and limited Challenging the agency o Right now we see idea of crowdsourced advertising this means to harness the work of fan communities People are so committed to their brands that they will make ads for it agencies harnessing this o Reason why is the greater demand for cost effectiveness o Enabled by public digital network Internet made it possible for users to do this o Marks a new means of engagement not of advertising New form of how markets can become engaged in the advertising but not a new form of advertising much the opposite of crateive largely the same stuff New form of engagement not new form of ads